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International Herald Tribune: building online advertising revenue

International Herald TribuneDigital Media Sales AcademyDigital Marketing Management Academy
The world's business newspaperDigital Media Sales Academy in London and ParisManagement coaching in New York

The International Herald Tribune (IHT) is one of the world’s leading newspapers, and its long established award-winning websites are among the best digital services of any newspaper in the world. However, as advertisers migrate their spend from classic channels to online environments, there are new pressures on media groups and new skills their internet teams need.

That’s why the IHT selected Digital as its training and strategy partner. The brief was to quickly build the sales capabilities, advise on key issues, and accelerate the skills of the whole team, with strands of activities in both London and Paris. The IHT opted for a Digital Media Sales Academy programme that would orientate all of the sales force to internet advertising, while helping the digital leads explore advanced issues in greater depth. Digital provided additional management coaching modules for members of the leadership team, and worked with editorial staff as well as commercial groups to ensure the organisation was even better prepared for creating online products that could be effectively monetised. As with all Digital training Academies, the training programme was customised to the specific requirements of each centre, and supported with tailoring to individual learner needs. Strategy exercises were delivered, along with a key issues plan and learner feedback.

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